Yuanqi forest started from 0 sugar and fell at 0 sugar

4 month 10 Japan , Yuanqi forest officially issued an apology statement , The statement is aimed at its “ Milk tea ” An upgrade explanation of the product , This includes the previous “0 sugar ” And “0 sucrose ” The distinction was not clearly explained and an apology was made , It means milk tea has sugar .

Although the statement does not describe other products , But the main player “0 sugar 、0 fat 、0 card ” The vitality of the brand , In distinguishing “0 sugar ” and “0 sucrose ” In the process of , Maybe it really wants to show the upgrading of milk tea, a brand of its own, and virtually show other products “ Really? 0 sugar ”.

“0 sugar ” And “0 sucrose ”, Word for word “ A scam ”？

Yuanqi forest's active apology is because 0 Sucrose is not really sugar free , Because milk tea contains milk, it contains sugar . After Yuanqi forest took the initiative to apologize , China Daily 、 China Economic Net 、 China consumer daily and other media have issued articles for evaluation , that 0 Sugar and 0 What is the difference between sucrose ？

Understand through biology , Sugars are roughly divided into monosaccharides 、 oligosaccharide （ Disaccharides are the most important ） And polysaccharides . We often eat monosaccharides and disaccharides , Monosaccharides include glucose 、 Fructose and lactose , Disaccharides include sucrose 、 Maltose and lactose . These sugars are mostly found in vegetables 、 In fruit , It is an important part of human daily physiological needs .

Although the human body needs a certain amount of sugar , But excessive intake of sugar can be harmful to the body , May cause obesity , Induce some diseases, etc , Need but must be moderate is the standard of health .

From the current consumption situation , The snack market is growing rapidly , The beverage market is also more Internet-based , And this part of snacks and drinks with high energy and nutrition is also filling more consumers' bodies , Even overweight .

The obesity population is expanding , The demand for obesity in the market is becoming more and more complicated , Although I want to lose weight , But it's easy for people who can't open their legs to ignore the gym , On the contrary, they are especially open to new fat reducing foods . At the same time , All kinds of fat reducing meals 、 Weight-reducing aid 、 Slimming tea is emerging one after another . Different from the former , Yuanqi forest is mainly focused on “0 sugar 、0 fat 、0 card ”,“ Good to drink but not fat ” On the contrary, consumers who like to drink drinks have seen the dawn of indulgence and not fat .

Put the fat 、 Calories aside , The problem comes back to the problem of sugar , Sugar can lead to obesity , Sugar free does not cause weight gain , Consumer demand dictates ,0 Sugar drink 0 Although sucrose is a one word difference , But it's totally different , All the official media 、 The central media also criticized Yuanqi forest for cheating consumers .

Clever marketing is not solid .

Simple speak 0 Sugar and 0 Sucrose is the difference between getting fat and not getting fat , What consumers care about is not to gain weight on the premise of safe and healthy drinks , It is even lower than the fattening effect of other similar products , But try to establish a stable marketing layout by means of trickery , Obviously, it is not reliable .

In the statement of Yuanqi forest , This lactose upgrade , from 0 Change sucrose into low sugar . This does not seem to be an upgrade , More like a downgrade , After all, sugar and sugar free are ranked one high and one low in the minds of such consumers .

Since the vitality forest is healthy “0 sugar ” Banner , So consumers naturally come for the effect that the vitality forest can avoid fattening , Both consumers want to drink good , It's not like bearing fat 、 calories 、 Sugar interference , It is this contradictory demand that creates such a huge and fragile market , Once utility and demand no longer meet the matching result , There will be fierce subversion and backfire .

The market behind sugar free , There are countless competing products waiting

0 Sugar means no sugar, which is not unique to Yuanqi forest , The reason why the sugar free track vitality forest can do 60 Billion dollar valuation , Perhaps more is the huge potential attached to the marketing layout . As early as when people questioned that Yuanqi forest was a Japanese brand , CCTV media once clarified for Yuanqi forest , In fact, Yuanqi forest with Japanese name is a genuine domestic brand .

So why did Yuanqi forest choose the name of the Japanese family ？

If we know yeguofu's famous creative products, we will know , Creating a brand in this way is not pro Japanese , Only through this way to meet the consumers' novel demand for the brand , Yes , Behind the similar Japanese brand of Yuanqi forest is the genuine brand image marketing .

Brand image marketing alone is not enough to establish the retention barriers of its users , But behind the marketing, there is also the consumer demand that can deepen consumers' retention , It's sugar free .

According to public information , Nongfu mountain spring is 2011 Sugar free tea was introduced in “ Oriental leaves ”, Coca Cola is 2018 Sugar free was introduced in “ Chun teahouse ”, In recent years, new tea enterprises such as Xi tea have also launched their own sugar free products , The purpose is clear , Is to occupy the sugar free market , Carve up this huge potential “ The cake ”.

On the one hand, the sugar free marketing of Yuanqi forest is drainage 、 Promoting activity , On the other hand, it is the crisis caused by the competitive products behind the defense . After all, when most enterprises master sugar free drinks , Can be more prominent , Come out and innovate product taste 、 appearance , More is the continuous fission through the flow 、 The differentiation of , The entity enterprise and the Internet model are inseparable .

Of course , Internet is the tacit marketing method of almost all enterprises , After all, seize the Internet dividend , It can not only strengthen its own liquidity , It is also possible to make changes through the Internet , Even further .

Net red snack three squirrels 、 Good stores can be built successfully through the Internet , Xiaoxian stew 、 Wang Satin , A series of online popular brands are clustered at the peak of traffic , Because the drinks 、 The food market is not only huge , And there are more opportunities and potentials , therefore “ Sugar free ” One of them .

Yuanqi forest is also a brand created by the Internet , thus it can be seen , In the context of increasing demand , The ability of the Internet to build brands has also risen .

In the sugar free market , Yuanqi forest is the most popular brand that breaks the circle with sugar free gimmicks , So I exposed the problem , Trigger a crisis , This is not only a test of the strength of the forest's ability to deal with the crisis , We have to face the pressure brought by numerous competitive products , What's more dangerous , Most consumers believe that the brand image crisis caused by being cheated .

Faced with a series of problems caused by brand dishonesty , Perhaps Yuanqi forest's apology has been placed behind , After all, some problems can not be completely covered up by an apology , But the vitality forest still needs to continue to make progress , How to explore in the future , This is the next step in the vitality forest .

0 Sugar marketing , But not just 0 sugar

In fact, Yuanqi forest could have avoided this brand image crisis , Because consumers are interested in “ many ” Sugar products do not exclude , Polysaccharides can reduce , But once you put on the sugar free label , No more sugar . It's about sugar , It is also a brand problem .

In the new consumption era , Consumers have a stronger sense of judgment , Enterprises may find some ways to speed up the realization , But when external difficulties come , Sparse brand image is difficult to cover up the harm for the enterprise . The significance of Internet enterprises maintaining traffic is to lay out the enterprise ecology , Once the ecological foundation goes wrong , Then the whole enterprise will become shaky .

Besides, , It can be seen from the current situation of the beverage market , Coke is not a sugar free drink , However, Coca Cola and Pepsi Cola account for nearly 80% of the Chinese beverage market , thus it can be seen , The sugar free beverage market is still a small share for the whole beverage market , Therefore, Yuanqi forest does not want to be limited to the sugar free beverage market .

Despite the sugar 、 Sugar free divides the beverage market , But the sugar market with a huge share is still the first choice for consumers , Many consumers mean more ways to make profits , At the same time, there will be more competitive products , And the vitality forest enters from sugar free , In the sugar market , It is undoubtedly to avoid the competition caused by numerous competing products in the huge sugar market .

The initial sugar free marketing makes the brand image of Yuanqi forest focus more on sugar free , So when some new products appear , Enterprises have to consider whether new products should rely on old brands for marketing , Therefore, whether there is sugar or no sugar is particularly important . But the vitality forest is not only sugar free , For example, the milk tea mentioned in this apology , It is a product containing sugar .

After apologizing , This milk tea is made from 0 sugar 、0 Change fat to low sugar 、 Low fat , But after all, it is still affected by the initial publicity program , Caused the decline of brand image , Lost credibility .

When the bubble water breaks the circle from the vitality forest , Consumers' preconceived influence on Yuanqi forest is to bubble in water without sugar , When the subconscious defines a brand, it is difficult to change , This is also the reason why the sugar in Yuanqi forest milk tea provokes such a big reaction . Because preconceived , So the brand of Yuanqi Forest no longer seems to match the sugar products .

From the aspect of vitality forest , Make with sugar products 0 Sugar propaganda , Not only does it not resonate with consumers 、 Deepen the stickiness , Instead, it reduces the brand image 、 Diluting consumers' impression of the brand , In fact, the gains outweigh the losses .

There is not much difference between enterprises and people , Once you have the idea of taking a shortcut , It is very likely to break the original rules , This rule is divided into good and bad , The choice of enterprises will also become the final definition of brand value . If there is a problem with the brand , Then the enterprise value will become unstable , And will not be sheltered by the capital market , therefore , Want to grow , We still need to move forward regularly .

Moreover, with the strengthening of new consumers' healthy eating habits , The sugar free market is destined to grow , In other words, the vitality forest is still expected to be strengthened , But can the sugar products of Yuanqi forest survive in their original identity , I don't know . Diversification of brand products is not afraid , But some products have lowered the original brand image , Maybe it's better to build another brand 、 Mutual help growth has more growth potential .

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